In this presentation, Jeff Maloy discusses how shopper marketers and retailers can benefit from customizing shopper marketing programs and solutions to specific shopping occasions.

1. Mission Possible:
Profiling Shopping Occasions for
Retail and Channel Partners
Jeffrey Maloy
Senior Vice President
Copernicus Marketing Consulting and Research
Wednesday, May 23, 2012

2. Who Am I?
Jeffrey Maloy
Senior Vice President
Copernicus Marketing Consulting & Research
Leading our CPG practice
Former Director of Marketing, with multiple brand and shopper marketing assignments.
Developing relationships with clients such as Kraft, P&G, Nestlé, and Hershey’s.
Helping my clients develop and execute transformational shopper marketing strategies

3. JEFFREY MALOY, SVP
(203) 831-2375
Jeff.Maloy@copernicusmarketing.com

4. Why focus on occasions?
People are busier than ever
Pre-trip planning is up
57% Of shopping trips are occasions-based
(buying with occasion in mind)
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5. Consumers and Shoppers are often different groups, requiring different marketing
strategies.
Consumers Shoppers
How, when, where, why
How, when, where, why shoppers
Focus: consumers use/consume the
shop/buy the category
category
Consumer Insights Shopper Insights
Primary End Brand Marketing Shopper Marketing
User: R&D Account Teams
In-store,
Key Marcomm
Path-to-Purchase
End Uses: Innovation
5
influencers/tactics

6. The key variables in defining a shopping occasion:
Mission Why they shop?
Location Where they shop?
Navigation How they shop?
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7. A shopping occasion segmentation will identify the types of shopping occasions that
exist—and their relative sizes
Collect data on several
recent shopping occasions X 2,000 respondents = 6,000 shopping occasions
via diary (or mobile app)
OccasionOccasion 2
1
Occasion 3
Who? Who?
What? Who?
What? What?
When? When?
Etc… When?
Etc… Etc…
Segment into 5-10 shopping ―typologies‖ based on
trip mission, location, and navigation.
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8. When probing on occasions, be very thorough in your line-of-inquiry
When: Pre-tail: Retail: Post-tail:
 Day of week?  What ―drivers‖ started the  Where did you go first,  Did you register any
shopping process? second, third, etc.? products?
 Time of day?
 What sources did you  What did you consider  Did you tell anyone (face-
consult? buying, at each stop? to-face and/or via social
Who: networks)?
 Did you make a list?  How long did you spend in
 Who were you with? each section?  Did/will you review the
 Did you talk to friends, product?
Why: family, colleagues, about  Key in-store influencers
it? during trip?
 What attributes and benefits
 What was the ―market
are you looking for from the
structure?
store and/or specific products?
 When/where did ―brand‖
Where: play in the decision-making
process?
 Channels, Retailers, Websites
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9. Shoppers experience many types of shopping occasions
It is imperative for Shopper Marketing to understand these occasions, in order to build
actionable programs:
Frequent Infrequent
Just In Weekly Dash for Bunker Treasure
Time Replenishment Deals Mentality Hunt
Different on:
 Sizing (opportunity)
 Trip mission (needs/drivers)
 Location (channels)
 Navigation (shopping behaviors along P2P)
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10. The occasion will be different in terms of sizing and opportunity
It is imperative for Shopper Marketing to understand these occasions:
Frequent Infrequent
Just In Weekly Dash for Bunker Treasure
Time Replenishment Deals Mentality Hunt
% of Trips 31% 24% 23% 11% 11%
% Spent 18% 36% 18% 17% 11%
High Frequency High Frequency High Frequency Low Frequency Low Frequency
Low Spending High Spending Moderate Spending High Spending Moderate Spending
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11. The different types of occasions will cater to different shopper missions
MISSION
Just In Weekly Dash for Bunker Treasure
Time Replenishment Deals Mentality Hunt
When: Last Minute Weekly Weekly Monthly No Set Pattern
(rainy day)
• Immediate • Fill cupboard • Take • Stock-Up on • Browsing for
Why: need due to for week, get advantage of key staples entertainment
out-of-stock items on list hot deals value
• Store located • Product variety • Special • Staple goods • Enjoyable
Needs: close to home promotions
• Reasonable • Bulk sizes • Shopping
• Easy-to-find prices • Accepts experience/
item(s) manufacturers • Low prices environment
• One-stop coupons
• Get in/out shopping • Unique, hard-
quickly to-find items
• Convenient
store layout
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12. The different types of occasions will occur in different channels
LOCATION
Just In Weekly Dash for Bunker Treasure
Time Replenishment Deals Mentality Hunt
Drugstore Grocery Grocery Club Store Club Store
C-Store Supercenter Dollar Store Online
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13. It is important to understand the shopper journey during each type of occasion and
the key influencers and touch points for each
NAVIGATION Pre-tail Retail Post-tail
(Before shopping) (In-store) (After shopping)
Perimeter and in-aisle
Make List
Weekly Review circulars Shopper card
Replenishment
Online research (product Loyalty programs
specs, prices, etc.) Coupons
Features, displays, TPRs,
sampling
Oh shit! In and Out Whew!
Just In
Time
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14. Specifically, it is important to understand the shopper marketing tactics and/or
programs that are influential during each step of the path-to purchase.
Pre-tail: Retail: Post-tail:
 Advertising  Displays  Check-Out/Bounce-Back Coupons
 Word-of-Mouth  Signage  Rebate Programs
 Circulars  Sampling  Product Registration
 Digital  Manufacturers Coupons  Loyalty Programs
 Direct Mail  Packaging  Customer Reviews
 Promotions  In-Pack Offers
 Retail-tainment
 Shopper Card
 On-Pack Offers
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15. Mobile devices have changed the shopper journey and path-to-purchase
70%
Have used a smart phone 77% at beginning of trip
while shopping in store:
61% in the middle of trip
43% at the end of trip
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16. As a result, nowadays, mobile devices are being utilized throughout the path to purchase
Pre-tail Retail Post-tail
Mobile Advertising Mobile Coupons Entertainment
Registration and
Search QR Codes
Loyalty
Price Comparison Shopkick Social Media
Store Locator Foursquare
Deals and Offers
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17. It is important to understand the linkage between shopping occasions and consumption
occasions
Trip
Consumption
Missions
Occasions
(why they
(why they use)
shop)
Need to understand the
intersection
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18. You should try to connect the consumption occasion and trip mission
Size the ―cells‖ in grid below, and identify key products purchased/consumed
Consumption Occasions
Breakfast Lunch Snack Dinner Winddown
Immediate
Need
$ $ $$ $$$$
Trip Mission
Replenishment
Regular
$$ $$ $ $$$ $
Immediate Need Dinner = Easy Meal Solution:
 Mom shopping for products for tonight’s family
dinner.
Long-term
Stock-up
$ $$$ $ $  Low/no preparation required.
 Meal whole family enjoys.
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19. By understanding the underlying need and ―market basket‖ during these occasions,
retailers and manufacturers can develop powerful shopper marketing tactics and
programs (e.g., cross-promotions)
Identify Need: Conduct Market Basket Deliver Shopper-Centric
Analysis: Solution
Easy meal solution Buy DiGiorno,
Get Free 2-Liter Soda
Sources:
 Retail POS
 Homescan Panel Data
 Shopper Card Data
 Survey Data
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20. The shopping occasions differed in terms of trip mission… and sizing…
Business Objective: To maximize sales of Halloween merchandise throughout the season (roughly Sept 25 – Nov 5)
Research Objective: Understand how/when/where/why shoppers shop for Halloween merchandise
Pre-Season In Season Post-Season
In the Spirit Passout Buy Liquidation
When: Late Sept., early Oct. Week of Halloween After Halloween
Self-consumption (candy)
Get in holiday spirit Trick-or-Treat passout
Why: Stockup for next year
Kids’ ―Nag factor‖ Don’t want house to get egged
(decorations, costumes)
Wide variety of merchandise
Fun, seasonal set Good selection of candy My favorite brands
Needs: New/novel products Convenient location Reusable merchandise
no one else has Low prices Great deals
Fun shopping experience
% of Occasions: 31% 47% 22%
% Merchandise 49% 39% 12%
Spending: 20

21. … and in terms of location shopped... and in terms of merchandise purchased.
Pre-Season In Season Post-Season
In the Spirit Passout Buy Liquidation
Halloween Superstores Supermarket Supermarket
Mass Merchant Seasonal Aisle Drug Drug
Dollar
Where:
Costumes Candy (fun size) Candy (leftover)
Decorations Trick-or-treat supplies Decorations, costumes (for
Party Supplies next year)
Greeting Cards
What:
CDs/DVSs
Pumpkins/
Carving Kits
Candy (novelty)
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22. …Importantly, the occasions also were distinct in terms of the key influencers, thereby
informing future shopper marketing strategies and tactics – by account.
Pre-Season In Season Post-Season
In the Spirit Passout Buy Liquidation
TV Advertising Circulars
PRE-TAIL Radio Advertising Cooperative radio Coupons
Online Advertising advertising
Seasonal Set
In-store Signage
What: RETAIL
Halloween Packaging
Feature and Display Liquidation Displays
Feature and Display
Coupons Bargain bins
Cross-merchandising (buy
costume, get DVD)
Social Networks
POST-TAIL Online sweepstakes Rebates
Blogs
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23. Conclusions
The Key to Success
Understand the + Offer a relevant + At key = Increased traffic
shopping solution engagement points and market
occasions along P2P baskets
(mission, location,
navigation)
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24. Understanding shopper occasions benefits all key stakeholders: a win-win-win
Better shopping
Shopper experience
Increased brand Manufacturer/ Increased foot traffic
purchase and loyalty Brand Retailer and market baskets
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25. Mark Your Calendars!
Wednesday, June 20, 2012
Charting the Shopper Journey
Speaker TBD
Copernicus Marketing Consulting and Research
Register Now: copernicusmarketing.com/webcasts
June 20, 2012

26. JEFFREY MALOY, SVP
(203) 831-2375
Jeff.Maloy@copernicusmarketing.com